CASE

FIELD 2022 GOALS

The pandemic has forced accelerated advancement towards all digital platforms for sales in both B2B and B2C channels. Studio 639 needs their website and all social media platforms to better demonstrate and effectively communicate their Tonia DeBellis luxury athleisure brand vision, image, values and “Made in Canada” quality commitment.  

 

With the website being the “face” of the company, they aim to attract and acquire new, younger and more diverse online consumers from across North America to their website. The company also wants to improve customer engagement and grow their followers through social media channels by approximately 30%.


Student teams will create strategies and tactics within a marketing plan that:

  • Researches the Canadian and international sustainable and socially responsible women’s athleisure market, with a focus on local or “Made in Canada”.

  • Defines the current online competition for the brand in the B2C channel.

  • Defines the brand’s unique selling proposition (USP) and how it can be communicated digitally.

  • Develops a new women’s apparel line extension in seamless product to support the company’s “Jacket Collections”, launching for the Fall 2022 season. This capsule collection will include 10-12 styles, with 2-3 colour/print options per style, produced off-shore using circular knitting machines and considers sustainable, fibre, fabric and/or production processes.

  • Develops a branding package for the line extension including a sub-brand name, label design, hangtags and any other labelling and packaging pertinent to the collection.

  • Develops strategies to attract more 25-35-year old diverse consumers to the brand in the B2C channel.

  • Develops an integrated omni-channel strategy using digital technology to drive engagement and traffic to the website for the B2C sales channel.

  • Creates a marketing plan rooted in digital technology but flexible to roll out and expand once in-person tactics can resume. The strategies should engage consumers, and build loyalty to the brand.

  • Develops a sales plan of approximately $450K-$550K, with an average markup of 55-60% and sell-through of 80% for Fall 2022 season.

  • Work with a marketing budget of approximately $25K